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Pringles: Hot & Spicy
It took me a while to figure out what could possibly be interesting about this ad. I even stared at the enlarged image. And then finally I saw the chips; the Pringles as the seeds of the chilli.
Well, unfortunately for the makers of this ad, this took me just that little bit too long to figure out. I mean, if I had seen it as the average viewer and not a critic, I probably would not have cared too look long enough to see anything interesting.
That is not to say I don’t give full credit for creativity. I think it is a nice concept and a pretty image, it is just unfortunate that the creative and interesting aspect to the ad is too small to see, unless you look really closely. Obviously I looked closely, but I still wonder how effective the ad may be as a billboard to the busy passer by in the street, or as a full page ad in a magazine to the reader casually flicking through. I mean, only a (seeminly) boring ad can generate attention when unfortunately midpaced, like these.
It seems to me to be a bit of a waste of a great idea, I just don’t see how enough people will look at it long enough to be able to see it’s creative element. And it just seems so simple: the chilli is too small.
Of-course, this is all based on the way I percieved the ad. I sincerely hope I am not the only person who has found the same problem.
And on the subject of chillies, here is a link to the story and video of an Indian woman attempting a Guiness World Record for chilli eating. Crazy stuff.
Advertising Agency: Grey Worldwide, Frankfurt, Germany
Creative Director: Tim Jacobs
Art Directors: Katja Klodt-Bussmann, Peter Schönwandt
Copywriter: Christoph Pfeffer
Photographer: Thomas Balzer
Other additional credits: mo postproduction GmbH, Meike Wittenstein
Published: March 2009
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uh, one more misplaced ad for you:
http://www.johnwmacdonald.com/blog/2008/01/taste-lives-here.html
Comment by John W. MacDonald — 5 May, 2009 @ 11:36 pm
I think you make a good point – I don’t think the average person would notice that the chili seeds were tiny Pringles. I certainly didn’t! One has to be very careful when designing ads, to make sure that their full effectiveness is not ‘wasted’ on viewers.
I also believe that a good percentage of successful print advertising lies in having a good relationship with an efficient printer. I’ve been really impressed with the fact that it’s possible to have an online portal (http://www.digitallizard.com/marketing-agency-print-online.php) from which prints can be instantly ordered from. There are such awesome technologies available out there, they just have to be utilized!
Comment by Rob — 6 May, 2009 @ 2:46 pm
Haha that is a funny one. I wonder how long these ads actually last?
Comment by Carly Zandstra — 8 May, 2009 @ 7:49 pm